"SEGMENT" - Segmented Marketing for Energy efficient Transport

(IEE STEER programme)

SEGMENT is a 3 year IEE STEER funded project which will test the use of consumer market segmentation techniques in persuading people to change their travel behavior and adopt more energy efficient forms of transport.

This project will seek to maximize the impact of the campaigns through the use of two segmentation techniques:

1) Targeting consumers undergoing ‘life change moments’ which cause them to question and reconsider their travel habits.

2) Clustering these consumers (through the use of detailed questionnaires) into relatively homogenous groups (in terms of their attitudes towards car use, cycling, electric vehicles or wider issues such as climate change and health etc) and then devising bespoke campaigns which are informed by these findings.

SEGMENT will therefore help build capacity in local authorities across Europe to implement resource-efficient and effective behavior change campaigns increasing the uptake of sustainable transport methods.

KiNNO Consultants Ltd. is responsible for the collection of questionnaires which are addressed to 3 target groups in order to cluster the consumers into homogenous groups regarding the use of cars, public transport, cycling or even wider environmental issues such as climate change.

Partnership: London Borough of Hounslow, Municipality of Athens Development Company S.A., Gdynia, The City of Munich, Sofia Municipality, The city of Utrecht, Local Energy Management Agency of Almada.

Website: http://app.thco.co.uk/hounslow/segment.nsf/